Google Trends and Ubersuggest as tools for consumer behavior analysis. A case study of the micro-firm Yaxkin, Cancun-Mexico

The value of internet and web applications for SME´s (small and medium sized enterprises) is a current topic in academic literature. The use of internet tools such as Google Trends and Ubersuggest has increased by organizations in order to analyze keyword research to orient their digital marketing strategies and even predict the consumer purchase behavior. The purpose of this study is to analyze the online search behavior through keyword tools such as Google Trends and Ubersuggest. We also examine the predicting capacity for the purchase behavior of a micro-sized business. The methodological approach was a case study constructed by using qualitative and quantitative data collected by semi-structured interviews, document analysis, secondary sources, and data obtained from Google Trends and Ubersuggest using the keyword “guayabera”. Compared to other studies on the topic, we did not find a significant correlation between the trends of key word search and the purchase behavior for Yaxkin (the micro-sized business). Nevertheless, entrepreneurs might use the information gathered through such two web sources for making digital marketing decisions.